Now to that could be -- what could be the next big thing. Amazon making a bold move into the phone business unveiling a smartphone with a brand-new feature, 3D display and ABC's Neal Karlinsky has the story. Reporter: In a world crowded with cool, new phones, the Amazon fire introduced Wednesday has been able to break through the noise and actually get people excited. The answer is yes! Reporter: Its standout feature, 3D, a screen that seems to leap off the phone. It has the Normal camera and has a front-facing camera but the secret sauce, they say, the four additional cameras in front which read where your head is, where your face is and that is what they say gives it the 3D effect when you look at the screen. You can see it moving as I move the phone around. There's a little astronaut jumping around and tentacles coming around the planet. Very cool, very 3D. Reporter: The other standout feature is firefly, a way to identify virtually anything by looking at it with the phone's camera or by listening to it with the microphone. It's no coincidence firefly makes it a powerful tool for shopping since every item you look at pops up like a web search. It's a buck, it'll tell you the name of the book and where to get it. I think this phone is not just about the phone itself, I think it's really about pushing Amazon's services. Reporter: Amazon reinvented how we shop, how we read and even makes its own TV shows now, streams movies and music and wants to use drones for home delivery someday. Which is why many believe it's not about the phone, it's about offering you one more tool in an Amazon world. For "Good morning America," Neal Karlinsky, ABC news, Seattle.

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